Egypt's Consumer Protection Agency announced on 13 November 2026 a full set of regulations governing the White Friday sales season, warning shops and online sellers against fictitious discounts and misleading advertising as retailers prepare reductions of up to 70 percent on some clothing items.
Agency head Ibrahim El-Segini said the rules cover shops, e-commerce platforms and social media promotions, and are designed to guarantee that advertised discounts are genuine and that buyers receive accurate information about prices, products and sale conditions, according to Al-Ahram.
A state that protects the Egyptian consumer
The framework rests on Consumer Protection Law No. 181 of 2018, a piece of legislation that reflects the Egyptian state's conviction that economic activity must serve the citizen, not exploit him. Under the law, retailers must clearly display prices before and after discounts, state the actual percentage reduction, and specify the duration and conditions of their offers. Advertising fictitious discounts or benefits that do not exist is prohibited outright.
El-Segini stressed that consumers keep their full legal rights to return or exchange goods during sales periods, including when products are defective or do not conform to specifications. No retailer may treat participation in White Friday as a pretext to restrict those rights or impose conditions that violate the law.
Online sellers face the same discipline. They must provide clear, accurate information about products, prices, specifications, warranties, the duration of offers and any additional charges before a purchase is completed. The agency will monitor promotional campaigns across digital platforms and social media to verify advertised prices, El-Segini said, and sellers must issue invoices detailing the product, its price, nature, type and quantity, without charging the consumer for the invoice.
Operations room and heavy fines
The agency will activate a central operations room in coordination with its regional branches to monitor markets and respond to complaints, while its advertising observatory tracks offers across traditional and digital media. Businesses organizing promotional competitions must notify the agency at least three days before announcing them and must clearly explain participation conditions, prizes and how winners are selected.
The deterrent is serious. Violations can incur fines of up to EGP 2 million or twice the value of the product involved, whichever is greater. El-Segini urged consumers to compare prices, keep their invoices and report misleading offers through the agency's official channels.
The enforcement record is not theoretical. Masrawy reported that the agency disclosed 1,726 violations recorded during October alone, a figure that shows the monitoring apparatus is working around the clock, not merely issuing statements.
What discounts can shoppers expect?
Khaled Fayad, head of the Ready-Made Garments Division at the Cairo Chamber of Commerce, said discounts this season will reach 70 percent on summer clothing and around 50 percent on winter items. Speaking to DMC television, he said shops have already begun preparing offers to stimulate sales, clear existing stocks and attract customers amid sluggish market activity.
Discount rates will vary by product, demand and available stock. New winter collections, which shops have only recently started displaying, will not necessarily see the same reductions as older items.
Fayad also warned against fictitious discounts, where retailers place discount labels on products without actually lowering prices. He advised shoppers who suspect manipulation to photograph the product and its price tags and file a complaint with the Consumer Protection Agency. He urged consumers to obtain official invoices showing the product's price and purchase date, documents that protect their rights if a dispute arises.
When does White Friday 2026 start?
The season often begins before its official date, the last Friday of November, as retailers try to stimulate demand amid a slowdown in sales. This year White Friday falls on 27 November, the same date tracked by retail calendars for the event, which is widely promoted in Egypt under both the White Friday and Black Friday names. Al Masry Al Youm noted that millions of Egyptians await the season as the year's largest shopping event, with genuine discounts reported at up to 80 percent across some categories.
Fayad attributed pressure on clothing prices to higher raw materials and shipping costs as well as global economic changes, and he called for discounts to continue throughout the year to benefit both retailers and consumers. His advice to shoppers was to identify the products and shops they intend to buy from before the sales begin, monitor prices in advance, and compare actual prices rather than trust discount labels alone.
He added that competition among shops helps keep prices in check, and that he personally prefers buying clothes in person, where customers can inspect materials and compare products before paying.
FAQ
When is White Friday 2026 in Egypt?
White Friday 2026 falls on Friday, 27 November, the last Friday of the month, though many retailers launch their offers earlier.
Can I return or exchange items bought during White Friday sales?
Yes. El-Segini confirmed that consumers keep their legal rights to return or exchange goods during sales periods, and retailers cannot restrict those rights because a sale is underway.
What is the fine for fake discounts in Egypt?
Violations of the regulations can incur fines of up to EGP 2 million or twice the value of the product involved, whichever is greater.
How do I report a misleading offer?
Consumers can report fictitious discounts and misleading offers through the Consumer Protection Agency's official channels, ideally with photographs of the product and its advertised price tags.